Four out of five people say they are still buying green products and services today—which sometimes cost more—even in the midst of a U.S. recession. A new study commissioned by Green Seal and EnviroMedia Social Marketing and conducted by Opinion Research Corporation reveals peoples’ opinions and behaviors about products that claim to be environmentally friendly.
Half of the 1,000 people surveyed say they are buying just as many green products now as before the economic downturn, while 19% say they are buying more green products. Fourteen percent say they are buying fewer environmentally green products.
2009 National Green Buying Research
Other key findings in the new research:
Brand Reputation Matters More Than Ads
• 21% of consumers say a product’s reputation is the biggest factor they weigh when making purchasing decisions followed by word of mouth (19%) and brand loyalty (15%). Just 9% say green advertising is their primary influencer.
More “Green Claims” Education Needed
• About one in three consumers say they don’t know how to tell if green product claims are true.
• One in 10 consumers blindly trusts green product claims.
• Consumers are verifying green claims by reading the packaging (24%) and turning to research (going online, reading studies; 17%).
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What Consumers Say Versus Do
• While 87% of people surveyed say they recycle, the Environmental Protection Agency reports just 33 percent of our waste is diverted from landfills.
• The other things people do are look for minimally packaged goods (60%), which is statistically tied with buying green cleaning products (58%). Buying green personal-care products came in at 31%.
Source: Green Seal and EnviroMedia